The relevance of customer based brand equity model in the geographical information systems (GIS) industry in Kenya

Abstract

This study was conducted to determine relevance of customer based brand equity model to GIS industry in Kenya. To achieve this, primary data was collected using structured questionnaire. The questionnaires were administered to a clustered sample of surveyors who utilize GIS services. The respondents were accessed in their respective offices through drop and pick method. Data was analyzed using descriptive statistics; this was presented in form of tables - frequencies and percentages. The study found that respondents were practicing some of the concepts in customer based brand equity as much as they may not be aware of the model. Among these pillars were brand awareness, perceived quality and brand associations. The researcher recommended that similar studies should be carried out on other industries that utilize GIS but are not necessarily survey firms so as to appreciate fully the relevance of the model